Starwood Hotels is building a virtual version of a chain that is yet to be built in the real world. While the Aloft hotel chain will be launched in the US late next year, Starwood are creating a version of an Aloft hotel in Second Life to explore how the avatars will react to the concept.

Sometime this week, PSFK will have an exclusive interview with Marc Schiller at Electric Artists who is running this project for Starwood. Meanwhile. check out commentary at 3pointD.com and also the blog about the hotel build from the SL architects Electric Sheep.